Human-centric experience in phygital retail: a sentiment-based comparison of hybrid and traditional touchpoints

Purpose Consumers are increasingly seeking seamless shopping experiences that integrate physical and digital touchpoints, leading to the rise of phygital retail environments. However, how consumers perceive and evaluate experience dimensions in phygital vs traditional retail settings remains underexplored. This study aims to decode consumer perceptions by comparing phygital and traditional retail touchpoints using sentiment and thematic analysis of Google Reviews. Design/methodology/approach This study uses social data analytics, leveraging sentiment and thematic analysis of Google Reviews to compare consumer experiences across phygital and traditional retail environments. Findings The results support distinct experience dimensions associated with phygital and traditional retail touchpoints. In line with the phygital experience framework, interaction between the shopper and frontline sales employees is a fundamental connector in a phygital environment. Research limitations/implications This study relies on publicly available Google Reviews, which may not fully capture all aspects of consumer experiences. Future research could integrate survey-based data or experimental studies to validate findings. Additionally, the study primarily focuses on sentiment and thematic analysis, leaving room for deeper predictive modeling of consumer preferences. Originality/value This study contributes to phygital retailing literature by offering a comparative sentiment-based perspective on consumer experiences in phygital and traditional retail environments. To the best of the authors’ knowledge, it is the first to decode consumer perceptions through Google Reviews using sentiment and thematic analysis. This research provides actionable insights for retail managers seeking to optimize both digital and physical touchpoints.